In the last two years, nonresident tourists in Montana spent a record-breaking $5.82 billion. This report by the Institute for Tourism and Recreation Research (ITRR) at the University of Montana highlights nonresident spending in 2022 and 2023. Compared to the previous study, covering 2021 and 2022, annual nonresident spending at gas stations, local restaurants, and hotels increased by 2.5%.
Glacier Country, in western Montana, recorded an average annual nonresident spending of $1.9 billion, over a third of all traveler expenditures. Yellowstone Country followed with $1.36 billion. “Over the years the two regions have jockeyed for position, but along with the broader regional trends, they’ve seen increased spending across the board,” said Kara Grau, the ITRR researcher. Despite a decrease in tourist numbers from the 2021 peak, spending continues to rise, partly due to inflationary effects.
The data, gathered from travel surveys and interviews at over 60 state locations, highlights spending disparities between Glacier and Yellowstone regions. “This two-year report includes 2022, which was the year Yellowstone was partially closed because of flooding,” Grau noted. The closure influenced spending patterns, tilting the balance in favor of Glacier Country.
In the 2021-2022 report, Glacier Country and Yellowstone Country accounted for 28% and 27% of the state’s nonresident spending, shifting to 33.6% and 23.4% in the latest report. Flathead County saw $1 billion in spending, while Gallatin County had $964 million.
Gas and diesel were top spending categories, except in Glacier Country where dining took precedence. The two categories represented 57% of traveler spending, with lodging at 19%. Outfitters and guides accounted for $545 million, gambling $36 million, and farmer’s markets $6.4 million.
Spending on Made in Montana products, a separate category, reached $165 million in 2022 and 2023. Grau emphasized the economic impact of locally produced goods over mass-produced souvenirs, as visitors prefer unique experiences and locally sourced products.
### Nonresident Spending by Region
- Central Montana — $534 million
- Glacier Country — $1.955 billion
- Missouri River Country — $261 million
- Southeast Montana — $819 million
- Southwest Montana — $886 million
- Yellowstone Country — $1.363 billion
$5.82 billion
Average overall nonresident traveler spending in 2022 and 2023
$1.481 billion
Spending on gas and diesel across the state
19
Counties with over $50 million in average annual spending
2.5%
Increase in spending from 2021-2022
$1,006,010,000
Spent in Flathead County, the highest in the state
$778.9 million
Direct economic impact in Flathead County
$401.3 million
Indirect economic impact in Flathead County
$942.2 million
Total economic impact in Flathead County
$48.7 million
Spent by visitors on vehicle repairs statewide
$36.6 million
Spent by visitors gambling in Montana
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